One of the most effective and underutilized tools to grow any business is effective content marketing. Content marketing is a form of digital marketing that involves creating and sharing online material (such as blog posts, social media posts, videos, among others) that does not directly promote the brand but is intended to stimulate some interest in its products or services.
Before a business can enjoy the benefits of content marketing, they must come up with a content marketing strategy to guide them as they work towards achieving their marketing goals.
To have a solid content marketing strategy, every business must first know the following:
a) Who is the target?
b) How, when, and where should they promote their content?
c) What do the competitors’ strategies look like?
d) How can they make the niche interesting to consumers?
e) What SEO actions need to be taken?
Once you answer the above questions, it’s time to create a solid small business content marketing strategy through the following process:
Step 1: Invest in Quality Content
Although a typical small business usually has a tight budget and demanding expenses, small business owners should consider investing in a content department and maintaining an online content presence. Below are some of the options for getting content:
a) Create it yourself
If you have been in business long enough, you probably have a lot of valuable information about your line of work and some interesting stories of things that may have happened to you in the course of the time you have been in business. You can use your experience in the business to come up with great content for your readers.
b) In-house content department
Creating your own in-house content department is the way to go for business owners who prefer to have more involvement and control over their content marketing efforts. Since you need to directly vet employees who will be working on the content development team, the business owners have a better idea of who the content creators are and what skills they bring to the table. However, you must be ready to spend a larger portion of your tight budget if you choose to have an Inhouse content creator.
c) Content Agencies
Agencies are a great source of content particularly for small businesses that are in the early stages of developing their content marketing strategy. Agencies have experienced content specialists, allow more flexibility, and provide fast content creation plans.
d) Contractors or Freelancers
Freelancers and contractors may be a hit or miss depending on what your business’s content needs are. If you find the right guy for the job, you can end up saving a lot in resources and time spent coming up with content.
Step 2: Perform Constant Research
The content marketing and SEO world is always changing and improving. If you want to come up with effective content marketing strategies, you must be ready to perform constant research and maintain a good grip on the latest trends in the content marketing world. The more you know, the better you become at content marketing.
Step 3: Create Content that People will love
Most businesses usually don’t have a strong client base right away. In order to grow their client base, they need to produce interesting and helpful content. Consumers expect brands to provide content that provides solutions, tells stories, entertains, and creates experiences.
Benefits of Content Marketing
Once a business owner develops a solid content marketing strategy, they will start enjoying the following benefits:
- Content helps with search engine optimization
Content helps you rank higher in search engine results when potential customers search things related to your business.
- You can share your stories through content marketing
Storytelling is a powerful tool within content marketing because they influence people’s emotions and keep them coming back for more. It also helps you create an emotional bond with your target audience as they can relate more to your stories.
- It helps you establish yourself as an expert or industry thought leader
Through content marketing, you can share your expert opinions and knowledge about various topics related to your business. You talk about your customers’ pain points and what your business does to help solve them. When potential customers view you as an expert, they are more likely to trust you and buy whatever you are selling.
- It helps you get noticed
If a person enjoys your content, they are more likely to share it with friends or on social media. If many shares your content, your site could even go viral and get you scores of new customers.
Now that you know how important content marketing is for your business, it’s time to develop a good content marketing strategy and come up with great content for your site.
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